Digital advertising glossary
The terms used to plan, buy and measure digital campaigns with audiences, explained plainly.
A
- Ad exchange
- An ad exchange is the digital marketplace where advertising inventory is bought and sold in real time, impression by impression, through automated auctions.
B
- Bluetooth
- Bluetooth is a short-range wireless technology, about 10 metres, that lets two devices exchange data without cables.
- Brand safety
- Brand safety is the set of measures that keep an ad from appearing next to content that could harm the brand’s image.
C
- Cross-device
- Cross-device means recognising the same person across their devices -phone, computer, tablet, TV- so they can be reached and measured as a single user.
- CTV (connected TV)
- CTV, or Connected TV, is television connected to the internet: smart TVs, consoles and streaming devices. In advertising, it means the ads shown on those screens.
D
- DMP (Data Management Platform)
- A DMP is a platform that collects, organises and segments anonymous user data from different sources to build advertising audiences.
- Drive to store
- Drive to store is the digital advertising strategy aimed at bringing people to a physical point of sale, and measuring how many go.
- DSP (Demand Side Platform)
- A DSP is the platform advertisers and agencies use to buy ad space automatically across many publishers at once.
F
- First-party data
- First-party data is the data a company collects directly from its relationship with its customers and users, with their consent.
G
- GDPR
- The GDPR is the European Union’s General Data Protection Regulation, which governs how personal data is collected, used and stored.
- Geofencing
- Geofencing means drawing a virtual perimeter around a physical place to show ads to people who are inside it or have been there.
O
- Omnichannel
- Omnichannel is the strategy that brings every channel together -online and offline- so that people experience a single, consistent journey with the brand.
R
- Rich media
- Rich media are interactive ad formats -with video, animation, games, galleries or forms- that invite users to do more than just look.
S
- SDK (Software Development Kit)
- An SDK is a toolkit that developers build into an app to add ready-made features, such as showing ads, measuring usage or connecting to a service.
- SSP (Supply Side Platform)
- An SSP is the platform publishers -websites, apps, streaming platforms- use to sell their ad inventory automatically to the highest bidder.
T
- Trading desk
- A trading desk is a team specialised in programmatic buying that runs and optimises campaigns for advertisers or agencies through one or more DSPs.
W
- Wifi
- Wifi is the technology that connects devices to the internet or to each other using radio waves, without cables.
